Customers Or Clients

Stop Calling Clients, Customers: Embracing Client-Centric Language for Better Results

In managed IT services, providers often forge long-term relationships with the businesses they serve. Yet, despite the ongoing nature of these partnerships, many still refer to the companies they work with as “customers.” This terminology can subtly undermine the collaborative and personalized approach crucial to fostering trust and delivering exceptional service.

Reframing the conversation around “clients” instead of “customers” can help shift the dynamic. By treating businesses as clients rather than mere transactions, IT service providers can better understand each company’s unique needs and implement tailored solutions that yield better outcomes. This mindset nurtures strong connections and increased satisfaction for both parties.

Key Takeaways

  • Emphasizing long-term relationships shifts the focus from transactions to partnerships.
  • Seeing businesses as clients allows for a more personalized approach to meet their needs
  • Adopting a client-centric mindset promotes stronger connections and improved satisfaction.

Why We Hate The Word Customer?

Customers Are Transactional, Clients Are Long Term And Strategic

When you think of the word “customer,” it can often feel impersonal and cold. It evokes images of one-time transactions or fleeting interactions between a business and an individual. You cater to their needs, and that’s it. There isn’t any emphasis on building a lasting relationship or working together to achieve shared goals.

In contrast, “client” signifies a long-term partnership where trust and collaboration are valued. Your clients rely on your expertise and view you as an integral part of their business or personal journey. By referring to the people you serve as clients, you demonstrate that you see them not merely as sources of revenue but as important contributors to your success.

A key reason why the term “customer” is disliked is that it suggests a transactional approach, meaning the relationship can feel like it’s just a one-and-done deal. This short-term mindset can lead to a lack of connection and potentially less investment in service quality. By shifting your perspective to see those you serve as clients, you show that you are invested in their success and committed to offering them value over time.

Furthermore, “client” encourages a more strategic approach to business relationships. Both parties can work together to create lasting success by emphasizing collaboration and strategy over transactions. This can result in greater customer satisfaction, stronger partnerships, and better business performance.

By changing your mindset and the language you use to describe those you serve, you can create a more positive and collaborative atmosphere for your organization and your clients. So, let’s stop calling them customers and start valuing them as clients.

Understanding Clients, Not Customers

Thinking Beyond the Transactions

When you consider your customers as clients, you shift your focus from individual transactions to long-term relationships. This change in mindset can help you better understand their needs and create a more personalized experience for them. This approach allows you to invest time and effort in nurturing these relationships, leading to increased loyalty and satisfaction.

In contrast, viewing them simply as customers, you may only consider the immediate transaction, which can result in missed opportunities for future business and referrals. By treating them as clients, you’ll prioritize their satisfaction and engagement over time rather than solely concentrating on one-time sales.

Fostering Relationships

Building strong relationships with your clients involves a deeper understanding of their needs, preferences, and values. You can achieve this through regular communication, active listening, and adapting your offerings to cater to their unique requirements. Here are some ways to foster relationships with your clients:

  • Personalized service: Offer tailored solutions and customized products or services to suit each client’s needs. Keep track of their preferences and make recommendations based on their interests.
  • Consistent communication: Regularly check in with your clients to ensure they are satisfied with your services and to stay informed about any changes in their needs or preferences.
  • Valuing their opinions: Ask for and genuinely consider feedback from your clients. Implementing improvements based on their suggestions will demonstrate that you value their input and are committed to meeting their expectations.

Remember, building relationships and treating your customers as clients will increase trust, loyalty, and long-term success for your business. Keep their best interests in mind, and they will continue to choose your products or services in the future.

Benefits of Treating Customers as Clients

Increased Brand Loyalty

By treating customers as clients, you build a stronger relationship with them, which can directly lead to increased brand loyalty. People are more likely to stay loyal to a brand that treats them with respect and values their needs. According to, turning customers into clients involves treating them as trusted partners rather than one-time purchasers of your products or services.

When you treat customers as clients, you:

  • Focus on their long-term needs and objectives
  • Offer personalized advice and solutions
  • Proactively address their concerns and issues
  • Communicate regularly and transparently

These actions demonstrate your genuine interest in their success, fostering trust and brand loyalty.

Improved Customer Satisfaction

Taking a client-centric approach can significantly improve customer satisfaction. As Forbes mentioned, listening to your customers and understanding their needs is crucial. Treating customers as clients makes them feel valued, heard, and understood.

Some strategies for improving customer satisfaction by treating them as clients include:

  • Using personalized communication methods
  • Providing tailored recommendations and solutions
  • Offering proactive support and assistance
  • Seeking and valuing customer feedback

These strategies help create a positive customer experience that can lead to long-term satisfaction and a stronger relationship between your brand and your clients.

Implementing a More Personalized Approach

Building Trust

Building trust is a key aspect of creating a more personalized experience for your customers. Trust is the foundation upon which strong relationships are built. When you focus on understanding your customer’s needs and preferences, you demonstrate that you value their individuality and care about the experience you provide them.

To build trust, start by actively listening to your customers. Pay attention to their concerns, feedback, and needs. This will help you identify areas where you can provide tailored support. Next, maintain transparent communication. Keep customers informed about any changes or updates, and make sure they feel comfortable approaching you with questions or concerns.

Tailoring Experiences

Personalization goes beyond using a customer’s name in communications; it’s about treating customers as unique individuals based on their attributes, behaviors, and preferences. To create tailored experiences, first develop customer profiles. These profiles will help you understand who your customers are and how to adjust your services to meet their specific needs.

Leverage data analysis to make informed decisions about how to personalize customer interactions. Use this information to customize communication channels, product recommendations, and support options. Additionally, offer personalized customer service by investing in tools and training for your support team, enabling them to identify and address individual customer needs and improve overall satisfaction.

Remember that personalization is an ongoing process. Continuously evaluate and adjust your approach based on customer feedback to ensure you consistently provide the best possible experience for each individual you serve.

Go After Clients, Not Customers

In the business world, it’s important to distinguish between customers and clients. Focusing on building long-term relationships with clients can lead to increased satisfaction, loyalty, and revenue.

Clients invest in your products or services regularly, seek your advice, and appreciate the value you bring. On the other hand, customers make one-time transactions and may not necessarily have a strong affiliation with your brand.

To begin shifting your focus from customers to clients, prioritize building trust and rapport. This means understanding their needs, problems, and goals so you can tailor your offerings accordingly. You demonstrate a genuine interest in helping them succeed by being more proactive and anticipating their needs.

Another essential element is providing excellent client service. Modern clients tend to avoid calling customer service whenever possible. Instead, be available through multiple channels, such as email, chat, or social media, and strive to make each interaction with your clients personal, attentive, and efficient.

Furthermore, educate and advise your clients. Share your expertise with them and keep them informed about relevant industry trends. This positions you as a valuable resource and partner in their success instead of merely a vendor or service provider.

Finally, follow up and stay in touch with your clients. Regular check-ins and inquiries about their experience show that you care about their satisfaction and are committed to helping them grow and prosper.

By cultivating strong client relationships, you can create a solid foundation for your business and enjoy the benefits of loyal, long-term partnerships.